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What is Service Quality?“Customer service isn’t a stand alone department, it is a strategic tool for managing the entire customer relationship” - CEO, AT&TReliability: perform promised service dependably and accuratelyResponsiveness:willingness to help customers and provide prompt serviceAssurance: employees must be knowledgeable, courteous, convey trust and confidenceEmpathy: caring, individualized attentionTangibles: appearance of physical facilities, equipment, personnel, communication material
Managing Service QualityThe effective marketing of services requires that managers learn what customers want and expect in their interaction with the service provider (service encounter). If expectations do not equal experience, a gapexists.EXPECTED SERVICE-PERCEIVED SERVICE GAP ANALYSIS